We need to be able to appeal to their heads - numbers, projections. We focus on the facts....

Craig Oliver: We need to be able to appeal to their heads - numbers, projections. We focus on the facts. [cut to Vote Leave offices] Dominic Cummings: We need to appeal to their hearts. Emotional resonance - their hopes, their dreams, their aspirations, their fears. Their suspicions. Now, these persuadables, we need to learn about them, love them, and lure them to our side. There are more of them out there than we thought. [cut to AggregateIQ staff beginning to set up their equipment in Cummings' office] Dominic Cummings: Three million more of them out there than we thought. That's three million potential voters not on any voter database, so Remain have no idea they exist. If we can reach 'em, they're ours for the taking. Matthew Elliott: Dom, what on Earth are you talking about? [everyone in the Leave offices takes notice as AggregateIQ staff walks in. Cummings closes the door] Dominic Cummings: I want less than 10 people on Earth to know what I'm about to tell you. We're gonna build something.